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2 + 2 = 5? A framework for using co-branding to leverage a brand
Journal article   Peer reviewed

2 + 2 = 5? A framework for using co-branding to leverage a brand

Lance Leuthesser, Chiranjeev Kohli and Rajneesh Suri
The journal of brand management, v 11(1), pp 35-47
01 Sep 2003
DOI: https://doi.org/10.1057/palgrave.bm.2540146

Abstract

Alliances Attitudes Brand equity Co-branding Marketing Perceptions Product development Studies
Co-branding involves combining two or more well-known brands into a single product. Used properly, it is an effective way to leverage strong brands. In this paper, co-branding is defined and differentiated from other types of branding alliance. The literature on co-branding is reviewed and a framework proposed to help managers identify co-branding opportunities to enhance the success of their products. The advantages and shortcomings of each of the proposed strategies are also discussed. A clear definition of customer, a careful delineation of customer benefits and clear responsibilities for delivering these benefits to customers will reveal the advantages, and perhaps some unexpected disadvantages, of co-branding.

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